Una imagen vale más que mil palabras: efectos de las advertencias sanitarias visuales en el descenso del consumo de tabaco: un estudio desde la perspectiva del marketing social

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Publicado 18-09-2018
Juan Miguel Rey Pino Blanca Lacave García María Isabel Viedma del Jesús Karine Gallopel Morvan

Resumen

El tabaco está reconocido hoy día como un factor de riesgo muy importante en multitud de enfermedades, representando un grave riesgo para la salud pública. Entre las medidas previstas por la Organización Mundial de la Salud y por la Comisión Europea está la utilización de advertencias sanitarias sobre los efectos del tabaco en las personas. En España actualmente esas advertencias contienen solo texto. El presente trabajo centra su atención en conocer la eficacia de esas advertencias sanitarias actuales y conocer la eficacia potencial que podrían tener un banco de imágenes y texto creadas por la Unión Europea. Este trabajo forma parte de una red de proyectos que se están desarrollando también en Reino Unido y Francia y presenta los resultados realizados con metodología cualitativa –entrevistas en profundidad–.

Cómo citar

Rey Pino, J. M., Lacave García, B., Viedma del Jesús, M. I., & Gallopel Morvan, K. (2018). Una imagen vale más que mil palabras: efectos de las advertencias sanitarias visuales en el descenso del consumo de tabaco: un estudio desde la perspectiva del marketing social. Cuadernos De Gestión, 10(3), 149–165. https://doi.org/10.5295/cdg.100195jr
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Keywords

Tabaco, esquelas sanitarias combinadas, Marketing Social, investigación cualitativa

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